''I am proud to be a compassionate conservative,'' he said. ''And on this ground I will make my stand.''

Flying from Austin aboard his ''Great Expectations'' charter plane, the Texas governor embarked on his first campaign trip already positioned as the party's leader in polls, money-raising and endorsements.

''I'm running for the presidency of the United States,'' Bush said. ''There's no turning back and I intend to be the next president.''

Republican rivals, Democratic operatives and more than 200 journalists followed Bush's every step, taking measure of whether he is prepared for the pressures of a front-running campaign.

Among Bush's policy proposals were promises to reduce marginal tax rates, allow Americans to invest their Social Security taxes and add ''a touch of iron'' to the U.S. military. He leveled one attack against President Clinton and Vice President Al Gore, saying ''they did not invent prosperity'' in America.

His top goals:

''Draw a moral line'' and encourage personal responsibility from Americans.

Get faith-based organizations such as churches involved in easing social problems.

Improve schools so that ''no child will be left behind.''

Criticism of his campaign came quickly.

''Compassionate conservatism is a contrived cop-out,'' said Joe Andrew of the Democratic National Committee, speaking to reporters.